Get to know JUMISO

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SkinTalks - October 31, 2025

Introduction

The story behind JUMISO

About the brand

About the products

Meet the newness

Looking ahead

Final thoughts

If you’re new to Korean skincare, there’s one brand you need to know: JUMISO. Known for playful packaging and skin-loving formulas, JUMISO was created to make your skin, and your day smile.


As one of the first brands we introduced to our site, JUMISO holds a special place in our collection. From early character-inspired designs to today’s cult-favorite essentials, the brand continues to deliver products people can’t get enough of.

The story behind JUMISO

We sat down with the CEO of JUMISO to learn more about the brand’s beginnings and inspiration.

Can you introduce yourself to our readers?

I’m Siheon Keum, co-founder of Jumiso. While I was a senior in university, my younger brother and I founded Jumiso in 2016.

What inspired you to start JUMISO, and what was the very first product you launched?

At that time, Korean cosmetics exports were growing rapidly. As a student majoring in economics and international trade, I naturally became interested in products that performed well overseas.

 

My father worked in the business of supplying cosmetic packaging materials, so I grew up surrounded by the beauty industry and learned how cosmetics were made and exported. Not many people remember it now, but our very first products were a set of five sheet masks featuring cute character designs.

About the brand

What does “JUMISO” mean, and how does it reflect your philosophy?

When we created the brand, I wanted the name to carry a positive meaning every time people said it. I also wanted it to be a Korean word, so we chose one that means “smile.” Looking back, I sometimes think we could have picked a name that sounds more like a skincare brand but since people love it and remember it well, I think it turned out just fine.

Why does K-Beauty stand out and how does JUMISO capture that uniqueness?

Cosmetics are an emotional product — people often connect to them through feeling rather than logic. I think that emotional connection aligned perfectly with the global rise of K-culture, fueling the popularity of K-Beauty.


Korea’s “ppalli-ppalli” (quickly, quickly) culture also plays a role — our industries move fast, adapt quickly, and focus heavily on exports. Jumiso was never built just for the local market; from the beginning, we naturally looked outward.


At first, Jumiso didn’t attract much attention. I lacked experience and didn’t fully understand the market. But earlier this year, I began to think deeply about what makes us unique, and that’s when we developed the new concept of K-Derma — blending Korean skincare sensibilities with dermatological science. Once we started communicating that message clearly, the market began to respond.

About the products

SHOP JUMISO

Could you recommend a few Jumiso products for our readers who are new to the brand?

Without hesitation, I’d recommend our Niacinamide 20 Serum. We invested a tremendous amount of time in every stage, from concept planning and clinical testing to perfecting the texture.

Most serums on the market contain around 10% Niacinamide, but we went beyond that to pioneer a 20% formula. We worked hard to achieve both stability and strong functionality. While skincare results often depend on skin type, this serum truly delivers the core benefits of Niacinamide — brightening, balancing, and improving overall skin texture.

What’s your own skincare routine like? Do you personally use Jumiso every day?

These days, the temperature difference between day and night in Korea is quite large, so I focus on oil control in the morning and hydration at night.

 

Recently, cleansing milk has become a trend in Korea. Since we launched our own cleansing milk, I’ve been using it daily. I try to test a wide range of new products — both our own and others on the market — to keep up with trends and understand how consumer needs are changing.

Meet the newness: The Niacinamide 20 Serum and D-Panthenol line

We’ve launched new JUMISO products, could you share more about how these products are developed and where the ideas come from?

During a business trip to Malaysia, I visited several retail stores for market research. I noticed that Niacinamide-based products from various global brands were among the most popular items.

 

Later, I met with influencers to discuss which ingredients were trending, and again, Niacinamide was the clear favorite. Most brands offered formulas with only 10% concentration, so we decided to push the limits and develop something new — a 20% Niacinamide serum.

 

There was internal hesitation at first — people worried it might be too strong. So we focused on reducing stickiness and improving comfort, spending eight months perfecting the formula. The result was worth it.

 

The idea for the D-Panthenol line came from a personal moment. When my baby developed a diaper rash, I bought a pharmacy ointment with Dexpanthenol. It inspired me to explore how we could bring that soothing, barrier-repairing ingredient into daily skincare.

Our customers are especially excited about the Niacinamide 20 Serum. Can you explain more about its benefits and why it has become such a fan favorite?

We managed to capture both curiosity and concern at the same time. Customers were intrigued by a 20% Niacinamide serum but also worried it might be too strong. As real consumer reviews came in, those fears disappeared — and the product’s reputation spread quickly.

 

Ultimately, it all comes down to one simple truth: a good product speaks for itself. By staying true to function, understanding the market, and focusing on results, we achieved strong growth even with a modest marketing budget.

Looking ahead: The future of JUMISO

What skincare trends are you most excited about right now, and how is Jumiso adapting to them?

After cleansing oils and pack cleansers, we believe the next big thing is cleansing milk — and several brands, including ours, are already exploring this category.

What can fans look forward to from Jumiso in the future?

We hope people will continue to follow how we develop our unique vision of K-Derma. While European brands pioneered the derma category, our goal is to reinterpret it through a Korean lens — creating skincare that blends dermatological science with K-beauty innovation and accessibility.

Final thoughts

JUMISO is always innovating. Expect fun, effective, and skin-loving products inspired by the latest skincare trends. Fans can look forward to more cult favorites and approachable skincare routines that make taking care of your skin a joyful experience.

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